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7 ravindra pai-marketing-a-necessity-in-healthcare-delivery_ncas_2011
7 ravindra pai-marketing-a-necessity-in-healthcare-delivery_ncas_2011
Touch topics . . .

   A brief on Marketing

   The Indian Healthcare scenario

   Healthcare divide in India

   Government – An healthcare marketer

   Healthcare – An entrepreneurial Venture


  Will not touch up on strategies for Marketing
What is Marketing ?

They are all functions that link the business with customer needs and
wants in order to get the right product to the right place at the right
time


What is healthcare marketing ?

Marketing of health-related products and services.


Healthcare Marketing Wins Patients, Enhances reputation and Grows
Revenues .
What is modern healthcare . . ?

It is a systematic delivery of preventive & curative care by
professional & paraprofessionals

A modern healthcare system is the organization of people,
institution and resources to deliver healthcare services to meet
the health needs of our target population
The Healthcare scenario

• Healthcare is one of India’s largest sectors, in terms of
  revenue and employment, and the sector is expanding rapidly

• During the 1990s, Indian healthcare grew at a compounded
  annual rate of 16%

• Today the total value of the sector is more than $34 billion.

• This translates to $34 per capita, or roughly 6% of GDP.

By 2012, India’s healthcare sector is projected to grow to nearly
$40 billion.
Growth Drivers . . .

India’s booming population, currently 1.1 billion and increasing at
  an annual rate of 2%

Fastest growing economy in the world

Shift from ruralization to urbanization

Increasing number of hospitals in Tier-II and Tier-III cities is the
  major driver for private sector growth

Insurance penetration into both Private & Government sector

Limited resources of the govt. has led to private players entering
 the market

Rise in income, today at least 50 million Indians can afford
 to buy Western medicines, a market only 20% smaller than that of
 UK.
Disease Assessment and Potential


• Chronic degenerative diseases & Lifestyle diseases

• While ailments such as poliomyelitis, leprosy, will soon be eliminated

• Communicable diseases such as dengue fever, viral hepatitis,
  tuberculosis, malaria, and pneumonia, have developed a stubborn
  resistance to drugs.

• Sub-standard housing, inadequate water, sewage and waste
  management systems & a crumbling public health infrastructure
Contd . . .



Indians live more affluent lives and adopt unhealthy western diets, high
in fat and sugar the country is experiencing a healthcare crisis of
being the

 The Diabetes Capital of the World

 Heart Disease capital of the World

 Cancer Capital of the World




Healthcare a bottomless opportunity !
The Healthcare divide in India
to healthcare, there are two India’s !!!

1. A country that provides high-quality medical care to middle-class
   Indians and medical tourists

2. 65% of the population live in rural sector who have limited or no
   access to quality healthcare care.


Today only 25% of the Indian population has access to allopathic
medicine, which is practiced mainly in urban areas, where 2/3 of India’s
hospitals are located. Many rural poor rely on alternative forms of
treatment
Healthcare Infrastructure Requirement

 Enormous private capital is required to enhance India’s healthcare
  infrastructure .

 India has approximately 860 beds / million population. One-fifth of
  the world average, which is 3,960, according to WHO

 An estimated 450,000 additional hospital beds required at an
investment estimated at $30 billion

 Government to fund only 15-20% of the total, hence providing
  opportunity for private players to fill the gap
Healthcare - An entrepreneurial venture

 New entrepreneurs setting up hospitals

 New funding opportunities
 - Private equity participation
 - Venture Capitalists

 Expansion of footprints by existing players like; Apollo Hospitals,
 Fortis, Narayana, HCG .

 New formatted chains like Apollo Clinics, Day Care, Diagnostics,
  Rehab & Dental



   By 2020, the Indian healthcare industry is estimated to be worth
                          US$ 250 billion.
Top areas for Healthcare Private Equity Investment


 Super Specialty / Multi specialty Hospital set up

 Single specialty based Hospitals

 Ambulatory surgery center chains

 Diagnostics, Dental, Rehab chains

 Hospital information technology & health systems
Is Marketing Necessary in Healthcare Delivery ?
Government as the Healthcare Marketer
Some of the Government health campaigns that made strong impact on the
society

•A very popular slogan “ Hum do Humare Do”
Why only a boy? Are these not girls   For a healthy family, wait three years
                                      before your second child
Need marketing for healthcare....

 1. All Hospital ventures are capital intensive
      - Technology & Infrastructure
      - Human Infrastructure

 2. Breakeven are longer than other sectors

 3. Technology out paces Breakeven
       - Cost of technology
       - Technology getting obsolete

 4. Top line, bottom line, EBIDTA, Net profits , P&L, Balance
    sheet , Market Capitalisation , Stock prices all have
    become relevant
Do we need marketing for healthcare ?

    Yes. . .

- Create a critical mass for consumption

- Generate a strong need for hospital related services

- Match aggressive competition

- Penetrate insurance products & services

- Market destinations for healthcare in global markets

- Make hospital venture a profitable Investment.

-
What does healthcare marketing do. .
          .
           Hospital mktng                 Its about
              connects                   creating a
              patients                     positive
            physicians &                 experience
             providers


The doctor is
 the biggest                                          Compassionate
  factor for                Healthcare                 healthcare is
 retention of                Market                    what hospital
  customer                                              mktg does


            Healthcare                     Hospital mktg
           mktng wins pts                  also has a TG,
            to grow its                       Needs &
            revenue &                         mission
             reputation
Healthcare Marketing is Unique


• Some resistance to change as it is relatively new

• No real way to measure return on investment

• Legal barriers

• Propensity to spend is extremely less..

• Most decisions are not made by the end user

• Price most often is not a factor

• Product information difficult to convey

• Provider differences are unclear
Dynamics in healthcare. . .

•    Unorganized sector to Organized Sector

•    Curative approach to Preventive approach

•    Out of pocket payments to Insurance or employer paid

•    Doctors concentrated in urban areas to increased competition in
     urban areas

•    Break even from 7 yrs to 3yrs .

•    Lack of system & accountability to increased emphasis on systems
     & accountability

•    No quality check on service to Consumers demand quality
Product


  Price     7 th P of Marketing

Promotion
               Physicians

  Place


 People


Process
Conclusion

The Indian healthcare sector can be viewed as a glass half empty or a
           For companies that view the Indian
glass half full..
healthcare sector as a glass half full, the potential is
enormous.

Hence, Healthcare marketing is a necessity !!!
.
    Thank you!

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7 ravindra pai-marketing-a-necessity-in-healthcare-delivery_ncas_2011

  • 3. Touch topics . . .  A brief on Marketing  The Indian Healthcare scenario  Healthcare divide in India  Government – An healthcare marketer  Healthcare – An entrepreneurial Venture Will not touch up on strategies for Marketing
  • 4. What is Marketing ? They are all functions that link the business with customer needs and wants in order to get the right product to the right place at the right time What is healthcare marketing ? Marketing of health-related products and services. Healthcare Marketing Wins Patients, Enhances reputation and Grows Revenues .
  • 5. What is modern healthcare . . ? It is a systematic delivery of preventive & curative care by professional & paraprofessionals A modern healthcare system is the organization of people, institution and resources to deliver healthcare services to meet the health needs of our target population
  • 6. The Healthcare scenario • Healthcare is one of India’s largest sectors, in terms of revenue and employment, and the sector is expanding rapidly • During the 1990s, Indian healthcare grew at a compounded annual rate of 16% • Today the total value of the sector is more than $34 billion. • This translates to $34 per capita, or roughly 6% of GDP. By 2012, India’s healthcare sector is projected to grow to nearly $40 billion.
  • 7. Growth Drivers . . . India’s booming population, currently 1.1 billion and increasing at an annual rate of 2% Fastest growing economy in the world Shift from ruralization to urbanization Increasing number of hospitals in Tier-II and Tier-III cities is the major driver for private sector growth Insurance penetration into both Private & Government sector Limited resources of the govt. has led to private players entering the market Rise in income, today at least 50 million Indians can afford to buy Western medicines, a market only 20% smaller than that of UK.
  • 8. Disease Assessment and Potential • Chronic degenerative diseases & Lifestyle diseases • While ailments such as poliomyelitis, leprosy, will soon be eliminated • Communicable diseases such as dengue fever, viral hepatitis, tuberculosis, malaria, and pneumonia, have developed a stubborn resistance to drugs. • Sub-standard housing, inadequate water, sewage and waste management systems & a crumbling public health infrastructure
  • 9. Contd . . . Indians live more affluent lives and adopt unhealthy western diets, high in fat and sugar the country is experiencing a healthcare crisis of being the  The Diabetes Capital of the World  Heart Disease capital of the World  Cancer Capital of the World Healthcare a bottomless opportunity !
  • 10. The Healthcare divide in India to healthcare, there are two India’s !!! 1. A country that provides high-quality medical care to middle-class Indians and medical tourists 2. 65% of the population live in rural sector who have limited or no access to quality healthcare care. Today only 25% of the Indian population has access to allopathic medicine, which is practiced mainly in urban areas, where 2/3 of India’s hospitals are located. Many rural poor rely on alternative forms of treatment
  • 11. Healthcare Infrastructure Requirement  Enormous private capital is required to enhance India’s healthcare infrastructure .  India has approximately 860 beds / million population. One-fifth of the world average, which is 3,960, according to WHO  An estimated 450,000 additional hospital beds required at an investment estimated at $30 billion  Government to fund only 15-20% of the total, hence providing opportunity for private players to fill the gap
  • 12. Healthcare - An entrepreneurial venture  New entrepreneurs setting up hospitals  New funding opportunities - Private equity participation - Venture Capitalists  Expansion of footprints by existing players like; Apollo Hospitals, Fortis, Narayana, HCG .  New formatted chains like Apollo Clinics, Day Care, Diagnostics, Rehab & Dental By 2020, the Indian healthcare industry is estimated to be worth US$ 250 billion.
  • 13. Top areas for Healthcare Private Equity Investment  Super Specialty / Multi specialty Hospital set up  Single specialty based Hospitals  Ambulatory surgery center chains  Diagnostics, Dental, Rehab chains  Hospital information technology & health systems
  • 14. Is Marketing Necessary in Healthcare Delivery ?
  • 15. Government as the Healthcare Marketer Some of the Government health campaigns that made strong impact on the society •A very popular slogan “ Hum do Humare Do”
  • 16. Why only a boy? Are these not girls For a healthy family, wait three years before your second child
  • 17. Need marketing for healthcare.... 1. All Hospital ventures are capital intensive - Technology & Infrastructure - Human Infrastructure 2. Breakeven are longer than other sectors 3. Technology out paces Breakeven - Cost of technology - Technology getting obsolete 4. Top line, bottom line, EBIDTA, Net profits , P&L, Balance sheet , Market Capitalisation , Stock prices all have become relevant
  • 18. Do we need marketing for healthcare ? Yes. . . - Create a critical mass for consumption - Generate a strong need for hospital related services - Match aggressive competition - Penetrate insurance products & services - Market destinations for healthcare in global markets - Make hospital venture a profitable Investment. -
  • 19. What does healthcare marketing do. . . Hospital mktng Its about connects creating a patients positive physicians & experience providers The doctor is the biggest Compassionate factor for Healthcare healthcare is retention of Market what hospital customer mktg does Healthcare Hospital mktg mktng wins pts also has a TG, to grow its Needs & revenue & mission reputation
  • 20. Healthcare Marketing is Unique • Some resistance to change as it is relatively new • No real way to measure return on investment • Legal barriers • Propensity to spend is extremely less.. • Most decisions are not made by the end user • Price most often is not a factor • Product information difficult to convey • Provider differences are unclear
  • 21. Dynamics in healthcare. . . • Unorganized sector to Organized Sector • Curative approach to Preventive approach • Out of pocket payments to Insurance or employer paid • Doctors concentrated in urban areas to increased competition in urban areas • Break even from 7 yrs to 3yrs . • Lack of system & accountability to increased emphasis on systems & accountability • No quality check on service to Consumers demand quality
  • 22. Product Price 7 th P of Marketing Promotion Physicians Place People Process
  • 23. Conclusion The Indian healthcare sector can be viewed as a glass half empty or a For companies that view the Indian glass half full.. healthcare sector as a glass half full, the potential is enormous. Hence, Healthcare marketing is a necessity !!!
  • 24. . Thank you!